Buick is extending its “See Her Greatness” effort with initiatives designed to drive more viewership of women’s sports, support initiatives driving inclusion and create platforms for women to have meaningful conversations.
An online ad campaign from Leo Burnett gives five of the NCAA’s top female athletes a platform to pose a simple challenge: Watch me. The athletes featured in the campaign are Aliyah Boston, Cameron Brink, Caitlin Clark, Azzi Fudd and Kiki Rice.
Working with ESPN, Buick will launch an industry-first ad campaign with spots running at times aligned with the Women’s March Madness games. Clicking on these digital and social ads will drive consumers directly to the WatchESPN streaming hub in the hopes of driving incremental viewership of the games.
The brand is also sponsoring a #SeeHerGreatness challenge on TikTok encouraging users to share their own moments of greatness through trick shots, speed and strength drills, in-game clips and other impressive feats. The challenge will be amplified by a host of talented women, across different sports and fitness ventures, participating in the challenge.
As the automotive brand with the highest percentage of female buyers, Buick has an “inherent responsibility to advocate for women’s rights and equality,” said Molly Peck, chief marketing officer, global Buick and GMC.
“As a brand, we have a history of supporting companies and causes that empower women,” Peck says. “This year, we’re being even more aggressive in our effort to drive recognition for these amazing athletes.”
The brand also plans a takeover of Portland’s The Sports Bra, the only bar in the country to exclusively broadcast women’s sports, on March 24-25. The brand will work with bar owner and executive chef, Jenny Nguyen, to host watch parties for the Women’s Sweet 16 basketball games.
The watch party events will include special guest appearances by well-known female athletes who will engage with patrons throughout the two-day event.